About Dr Simone Santoni
Dr Simone Santoni is a Senior Lecturer in Strategy at Bayes Business School, City St George’s, University of London. He holds a PhD from the University of Bologna, and his research combines network theory and sociological approaches to understand the organisation and functioning of markets, especially markets for cultural products and labour. His work explores the interrelationship of individuals, groups and social structures, including how networks and culture help shape producers’ and consumers’ sense‑making and how competition, labour mobility and occupations evolve as markets change.
He has developed three interrelated streams of research: studies of social structure and novelty emergence focusing on networks as sources of creativity and legitimation; analyses of socio‑cognitive foundations of markets, emphasising how networks and culture shape categories used by producers and consumers; and studies of competition, labour mobility and changes in the division of labour as markets transform.
He is the Course Director of the Business Analytics MSc at Bayes Business School.
How the Business Analytics MSc Course prepares students for the future
The Business Analytics MSc at Bayes Business School is designed for ambitious graduates who want to lead data‑driven transformation in business by blending analytical rigour with strategic insight. The course equips students with advanced technical skills and the ability to translate data into actionable decisions in real business contexts.
Industry‑focused learning
Students learn through a mix of academic teaching and real‑world applications, including:
- Industry projects with real companies, tackling business problems using live data
- Summer internship opportunities to strengthen practical experience and professional networks
- Guest lectures and industry meetups that bring CEOs, chief data officers and analytics leaders into the learning environment
- Innovative learning activities such as simulations, analytics war rooms and analytics escape rooms
These experiences help students develop the confidence and industry insight needed to apply analytical thinking in professional settings.
Comprehensive skill development
Students develop a blend of technical, analytical and strategic skills, including:
- Advanced data analysis using Python, R, SQL and ETL
- Machine learning techniques for churn prediction, risk modelling and customer segmentation
- Data visualisation and visual storytelling with tools such as Tableau and Power BI
- Integration of analytics into business strategy across finance, marketing, operations and HR
- Ethics and governance in responsible analytics
These core competencies are built through structured modules, applied projects and tailored electives that reflect the demands of modern data‑driven organisations.
Industry engagement and networks
The Business Analytics MSc takes place in London’s dynamic tech and finance ecosystem, giving students access to:
- Tech giants, consultancies, financial services firms and start‑ups nearby
- Networking opportunities through events, clubs such as the Business Analytics Club, and mentoring
- Industry engagement via guest speakers and company presentations
This environment supports students in building valuable professional relationships and staying connected to current business analytics practice.
Career preparation
Graduates of the Business Analytics MSc are prepared for a wide range of data‑centric careers, with alumni securing roles such as:
- Data specialist and analyst
- Product manager and analytics manager
- Risk and compliance assistant
- Financial analyst and digital accounting and finance consultant
Graduates work in sectors including consulting, technology, financial services and start‑ups both in the UK and internationally.